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One of the most exciting times at a plastic surgery practice is when you add a brand new product, especially if it’s the new, hot cosmetic procedure on the market. Just imagine the possibilities if you are the first practice in your area to offer this incredible innovation in cosmetic technology! You purchase and get fully trained in the procedure, you open your doors and… nothing happens? Well, of course not! You haven’t introduced it properly to your patients yet!

Introducing a cutting-edge procedure to your patients can be tricky. Although some might want the latest and greatest, others might feel suspicious of it, preferring some of the older treatments. As a plastic surgeon, it’s your job to educate them about the new procedure. Here are a few ideas on how to do just that.

When you mention plastic surgery and online video in the same sentence, people tend to think about the plastic surgery social media stars like Dr. Miami or Dr. Simon Ourian. These plastic surgeons parlayed a combination of celebrity, presentation and content into incredibly successful online enterprises that drive countless clients to their practices. And I hate to break it to you, but this is a highly unrealistic goal to have as a plastic surgeon.

A brand new patient comes into your plastic surgery practice. You have a consultation; everything seems to be going great. You do the procedure, which goes perfectly. The patient goes home to recover, and there are no complications. But then, soon after they see their final results, they come back to your practice… and they are furious. Their results aren’t what they expected. They say that you lied to them, or misled them, or somehow screwed up. They are angry and they want compensation, or they will be talking to a lawyer.

Imagine that you are someone who has always been curious about plastic surgery. You’re getting a little older, you’ve started to see signs of aging, and you want to do something about them. You look around online for some information, but it all seems very marketing-focused. You wish you could talk to a professional about it, but how could you ever get an appointment? Then you notice on a plastic surgery website that a practice close to you is offering free consultations. Perfect, let’s go!

Pepsi vs. Coke. Marvel vs. DC. Microsoft vs. Apple. These corporate rivalries are incredibly well-known in the marketing world, and just about everyone takes a side. Fans of Apple Computers wouldn’t be caught dead using a Windows laptop. Lifelong drinkers of Pepsi instantly turn up their noses at a can of Coke.

Believe it or not, it’s the smallest things that can make the biggest difference.

This is certainly true when it comes to online marketing. Sometimes, a digital marketing campaign can fall entirely on its face for reasons unknown. You make one small change to the demographic you are targeting or to the wording of the ad and, all of a sudden, you have a massive success on your hands.

It’s the small things that matter with your online presence. If something is out of place, or you are missing content that you obviously should have, then your patients are going to notice. Here are a few small changes that you could make to boost your practice’s online presence and bring new faces into your office!